Project Feasibility Study of Establishing Caffé Diverso Final Manuscript 1

A Feasibility Study: Caffé Diverso 1
PROJECT FEASIBILITY STUDY OF ESTABLISHING CAFFÉ DIVERSO

IN CABANATUAN CITY, NUEVA ECIJA
___________________
A FEASIBILITY STUDY
Presented to the College of Management and Accountancy
PHINMA-Araullo University
___________________
In Partial Fulfillment of the Requirements for the Degree
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION-
MARKETING MANAGEMENT
___________________
By:
Arguelles, Sheena Shen Laugo, Cyrille Ederlyn
Cadiz, Allaine Mariano, Angelica
Dela Cruz, Lorraine Riobuya, Micaela Milen
De Lara, Michelle Sopongco, Rommel
Estrada, Darren Valino, Diezilyn
Hizon, Shaira Mhae Vistan, Paulyn
3MM A1-1
S.Y. 2020-2021
CHAPTERS
CHAPTER 1: SUMMARY OF THE PROJECT-------------------------------------------------------------

11
CHAPTER 1.1: NAME OF THE FIRM-----------------------------------------------------------------------11
CHAPTER 1.2: LOCATION----------------------------------------------------------------------------------- 12
CHAPTER 1.2.1 HEAD OFFICE------------------------------------------------------------------------------12
CHAPTER 1.2.3: PLANT SITE--------------------------------------------------------------------------------13
CHAPTER 1.3: BRIEF DESCRIPTION OF THE PROJECT----------------------------------------------13
CHAPTER 1.4: PROJECT SUMMARY-----------------------------------------------------------------------
14
CHAPTER 1.4.1: MARKET FEASIBILITY------------------------------------------------------------------
14
CHAPTER 1.4.2: TECHNICAL FEASIBILITY-------------------------------------------------------------14
CHAPTER 1.4.3: MANAGEMENT FEASIBILITY---------------------------------------------------------
15
CHAPTER 1.4.4: FINANCIAL FEASIBILITY--------------------------------------------------------------15
CHAPTER 2: INTRODUCTION/BACKGROUND OF THE STUDY-----------------------------------16

CHAPTER 2.1: BRIEF BACKGROUND OF THE STUDY-----------------------------------------------16
CHAPTER 2.1.2: REVIEW OF THE RELATED LITERATURE-----------------------------------------
17
CHAPTER 2.2: OBJECTIVES OF THE STUDY------------------------------------------------------------
21
CHAPTER 2.3: OPERATIONAL DEFINITION OF TERMS---------------------------------------------23
CHAPTER 2.4: SCOPE AND LIMITATIONS OF THE STUDY-----------------------------------------
23
CHAPTER 3: MARKET STUDY----------------------------------------------------------------------------- 24

CHAPTER 3.1: OBJECTIVES OF THE STUDY------------------------------------------------------------
24
CHAPTER 3.2: METHODOLOGY----------------------------------------------------------------------------24

CHAPTER 3.2.1: RESEARCH DESIGN---------------------------------------------------------------------24
CHAPTER 3.2.2: RESPONDENTS OF THE STUDY------------------------------------------------------25
CHAPTER 3.2.3: LOCALE OF THE STUDY---------------------------------------------------------------26
CHAPTER 3.2.4: INSTRUMENTS APPLIED---------------------------------------------------------------27
CHAPTER 3.2.5: DATA GATHERING PROCEDURES---------------------------------------------------
27
CHAPTER 3.3: DEMAND------------------------------------------------------------------------------------- 38
CHAPTER 3.3.1: CONSUMPTION FOR THE PAST YEARS--------------------------------------------
38
CHAPTER 3.3.2: MAJOR CONSUMERS OF THE PRODUCT------------------------------------------42
CHAPTER 3.3.3: PROJECT DEMAND----------------------------------------------------------------------42
CHAPTER 3.4: SUPPLY----------------------------------------------------------------------------------------
49
CHAPTER 3.4.1: SUPPLY FOR THE PAST YEARS------------------------------------------------------49
CHAPTER 3.4.2: PROJECTED SUPPLY---------------------------------------------------------------------
52
CHAPTER 3.5: DEMAND AND SUPPLY ANALYSIS, DEMAND/SUPPLY GAP-------------------
58
CHAPTER 3.6: MARKETING PROGRAMS/STRATEGIES---------------------------------------------59
CHAPTER 3.6.1: PRODUCT---------------------------------------------------------------------------------- 60
CHAPTER 3.6.1.1: PRODUCT CATEGORY/QUALITY AND STYLE--------------------------------60
CHAPTER 3.7.1.2: BRAND----------------------------------------------------------------------------------- 61
CHAPTER 3.7.1.3: COMPETITIVE ADVANTAGE--------------------------------------------------------
61
CHAPTER 3.7.1.4: PACKAGING---------------------------------------------------------------------------- 62
CHAPTER 3.7.2: PRICING-------------------------------------------------------------------------------------62
CHAPTER 3.7.3: PLACE OF DISTRIBUTION-------------------------------------------------------------63
CHAPTER 3.7.4: PROMOTIONS-----------------------------------------------------------------------------64
CHAPTER 3.8: PROBLEMS THAT MAY ENCOUNTER AND PROPOSED SOLUTION---
-----------------------------------------------------------------------------------------------------------------------67
CHAPTER 3.9: SWOT ANALYSIS---------------------------------------------------------------------------69
CHAPTER 3.10: PROJECTED SALES-----------------------------------------------------------------------71
CHAPTER 4: TECHNICAL STUDY------------------------------------------------------------------------- 72

CHAPTER 4.1: OBJECTIVE OF THE STUDY-------------------------------------------------------------72
CHAPTER 4.2: PRODUCT-------------------------------------------------------------------------------------
73
CHAPTER 4.2.1: DESCRIPTION OF THE PRODUCT----------------------------------------------------
74
CHAPTER 4.2.2: USES OF THE PRODUCT AND DESCRIPTION OF THE PROCESS-----------75
CHAPTER 4.3: PRODUCTION PROCESS------------------------------------------------------------------80
CHAPTER 4.3.1: ALTERNATIVE PROCESS CONSIDERED-------------------------------------------
81
CHAPTER 4.4: PRODUCTION SCHEDULE---------------------------------------------------------------82
CHAPTER 4.5: MACHINERIES AND EQUIPMENTS----------------------------------------------------83
CHAPTER 4.6: PLANT LOCATION AND GEOGRAPHICAL LOCATION---------------------------
91
CHAPTER 4.7: PLANT SIZE AND LAYOUT---------------------------------------------------------------
92
CHAPTER 4.8: RAW MATERIALS---------------------------------------------------------------------------
93
CHAPTER 4.9: MAINTENANCE-----------------------------------------------------------------------------98
CHAPTER 4.10: DIRECT LABOR REQUIREMENTS----------------------------------------------------99
CHAPTER 4.11: WASTE DISPOSAL METHOD----------------------------------------------------------
100
CHAPTER 5: MANAGEMENT ASPECT-------------------------------------------------------------------

101
CHAPTER 5.1: OBJECTIVES OF THE STUDY----------------------------------------------------------101
CHAPTER 5.2: FORM OF BUSINESS OWNERSHIP---------------------------------------------------101
CHAPTER 5.2.1: ADVANTAGES OF SOLE PROPRIETORSHIP-------------------------------------

102
CHAPTER 5.3: CAPITALIZATION-------------------------------------------------------------------------102
CHAPTER 5.4: ORGANIZATIONAL STRUCTURE-----------------------------------------------------
103
CHAPTER 5.4.1: PERSONNEL AND MANPOWER REQUIREMENT------------------------------103
CHAPTER 5.5: TIME AND SCHEDULE-------------------------------------------------------------------104
CHAPTER 5.6: DUTIES AND RESPONSIBILITIES-----------------------------------------------------105
CHAPTER 5.7: QUALIFICATIONS STANDARDS OF THE PERSONNEL-------------------------
105
CHAPTER 5.8.1: LEGAL REQUIREMENTS--------------------------------------------------------------105
CHAPTER 5.8.2: PROCESS OF LEGAL REQUIREMENTS-------------------------------------------107
CHAPTER 5.9: COMPANY POLICIES---------------------------------------------------------------------110
CHAPTER 5.10: MISSION AND VISION STATEMENT-----------------------------------------------111
CHAPTER 6: FINANCIAL STUDY------------------------------------------------------------------------ 112

CHAPTER 6.1: OBJECTIVES OF THE STUDY----------------------------------------------------------112
CHAPTER 6.2: TOTAL PROJECT COST------------------------------------------------------------------112
CHAPTER 6.3: SOURCE OF FINANCING----------------------------------------------------------------113
CHAPTER 6.4: FINANCIAL STATEMENTS--------------------------------------------------------------
113
CHAPTER 6.4.1: ASSUMPTIONS---------------------------------------------------------------------------
113
CHAPTER 6.4.2: PROJECTED INCOME STATEMENT------------------------------------------------
114
CHAPTER 6.4.4: CASH FLOW------------------------------------------------------------------------------115
CHAPTER 6.4.5: PROJECTED BALANCE SHEET----------------------------------------------------- 116
CHAPTER 6.4.6: CHANGE IN EQUITY-------------------------------------------------------------------117
CHAPTER 6.4.7: RETURN ON INVESTMENT-----------------------------------------------------------
118
CHAPTER 6.4.8: PAYBACK PERIOD----------------------------------------------------------------------

118
CHAPTER 6.4.9: DEPRECIATION SCHEDULE---------------------------------------------------------
119
CHAPTER 7: SOCIO-ECONOMIC DESIRABILITY---------------------------------------------------- 120
CHAPTER 8: CONCLUSION AND RECOMMENDATION--------------------------------------------121

CHAPTER 8.1: CONCLUSION------------------------------------------------------------------------------121
CHAPTER 8.2: RECOMMENDATION---------------------------------------------------------------------122
REFERENCES: ------------------------------------------------------------------------------------------------ 123
APPENDICES: -------------------------------------------------------------------------------------------------124
TABLE OF CONTENTS
TABLE 1: STRATIFIED RANDOM SAMPLING-----------------------------------------------------------

26
TABLE 2: GENDER OF RESPONDENTS-------------------------------------------------------------------28
TABLE 3: AGE OF RESPONDENTS-------------------------------------------------------------------------28
TABLE 4: ADDRESS OF RESPONDENTS
-----------------------------------------------------------------29
TABLE 5: TALLY SHEETS QUESTIONNAIRE #1--------------------------------------------------------
29
TABLE 6: TALLY SHEET QUESTIONNAIRE #2----------------------------------------------------------
30
30
31
32
TABLE 10: TALLY SHEETS QUESTIONNAIRE #6------------------------------------------------------32

TABLE 14: TALLY SHEETS QUESTIONNAIRE #10----------------------------------------------------
35
35
36
TABLE 17: TALLY SHEETS QUESTIONNAIRE #13-----------------------------------------------------
37
TABLE 18: HISTORICAL POPULATION-------------------------------------------------------------------
38
TABLE 19: HISTORICAL POPULATION FOR THE PAST FIVE YEARS----------------------------
39
TABLE 20: POPULATION GROWTH RATE OF KAPITAN PEPE-------------------------------------
40
TABLE 21: POPULATION GROWTH RATE OF DEL PILAR ST. SANGITAN----------------------
41
TABLE 22: PROJECTED POPULATION OF BRGY. KAPITAN PEPE--------------------------------
42
TABLE 23: PROJECTED POPULATION OF DEL PILAR ST. SANGITAN---------------------------
43
TABLE 24: EFFECTIVE DEMAND--------------------------------------------------------------------------44
TABLE 25: PROJECTED DEMAND FOR THE YEAR 2021---------------------------------------------
45
46
46
47

47
TABLE 30: SUMMARY OF PROJECTED DEMAND-----------------------------------------------------
48
TABLE 31: HISTORICAL ESTIMATED SUPPLY OF EXISTING COMPETITORS FOR
THE YEAR 2019-------------------------------------------------------------------------------------------------49
TABLE 32: HISTORICAL ESTIMATED SUPPLY OF EXISTING COMPETITORS FOR
THE YEAR 2020------------------------------------------------------------------------------------------------50
TABLE 33: GROWTH RATE-----------------------------------------------------------------------------------
51
TABLE 34: PROJECTED ANNUAL VOLUME OF THE DOMESTIC SUPPLY FOR
THE NEXT FIVE YEARS--------------------------------------------------------------------------------------52
TABLE 35: PROJECTED ANNUAL SUPPLY FOR "SIMPLICITY"------------------------------------
53
TABLE 36: PROJECTED ANNUAL SUPPLY FOR "BUBBLE CUP"----------------------------------54
TABLE 37: PROJECTED ANNUAL SUPPLY FOR "TEACUP-"----------------------------------------
55
TABLE 38: PROJECTED ANNUAL SUPPLY FOR "RSC CAFE"--------------------------------------55
TABLE 39: PROJECTED ANNUAL SUPPLY FOR "NYORK"------------------------------------------
56
TABLE 40: TOTAL PROJECTED ANNUAL SUPPLY OF COMPETITORS--------------------------
57
TABLE 41: LIST OF CURRENT AND POTENTIAL PRODUCERS-----------------------------------58
TABLE 42: PROJECTED DEMAND, PROJECTED SUPPLY, THE GAP AND THE
TARGET MARKET SHARE-----------------------------------------------------------------------------------58
TABLE 43: PRODUCT CATEGORY-------------------------------------------------------------------------60
TABLE 44: PRICING--------------------------------------------------------------------------------------------62
TABLE 45: PROMOTIONAL EXPENSES-------------------------------------------------------------------
67
TABLE 46: PROJECTED SALES FOR THE YEAR 2021-------------------------------------------------
71
TABLE 47: PROJECTED SALES FOR THE NEXT FIVE YEARS--------------------------------------

71
TABLE 48: DESCRIPTION OF THE PRODUCT FOR HOT COFFEE---------------------------------73
TABLE 49: DESCRIPTION OF THE PRODUCT FOR COLD COFFEE-------------------------------74
TABLE 50: USES OF THE PRODUCT AND DESCRIPTION OF THE PROCESS------------------75
TABLE 51: QUANTIFICATIONS OF BLACK COFFEE--------------------------------------------------
77
TABLE 52: QUANTIFICATIONS OF ESPRESSO---------------------------------------------------------77
TABLE 53: QUANTIFICATIONS OF MACCHIATO------------------------------------------------------
78
TABLE 54: QUANTIFICATIONS OF COLD BREW------------------------------------------------------78
TABLE 55: QUANTIFICATIONS OF ICED MOCHA-----------------------------------------------------
79
TABLE 56: QUANTIFICATIONS OF FRAPPUCCINO---------------------------------------------------79
TABLE 57: MACHINERIES AND EQUIPMENTS---------------------------------------------------------
83
TABLE 58: UTENSILS------------------------------------------------------------------------------------------85
TABLE 59: FURNITURE AND FIXTURE-------------------------------------------------------------------
87
TABLE 60: SANITARY------------------------------------------------------------------------------------------
87
TABLE 61: SUPPLIES-------------------------------------------------------------------------------------------
89
TABLE 62: RAW MATERIALS--------------------------------------------------------------------------------
93
TABLE 63: COST OF SALES----------------------------------------------------------------------------------95
TABLE 64: MAINTENANCE EXPENSE--------------------------------------------------------------------98
TABLE 65: TRUCK EXPENSE--------------------------------------------------------------------------------99
TABLE 66: UTILITIES------------------------------------------------------------------------------------------99
TABLE 67: PERSONNEL AND MANPOWER------------------------------------------------------------
103
TABLE 68: TIME AND SCHEDULE------------------------------------------------------------------------

104
TABLE 69: COSTING FOR LEGAL REQUIREMENTS------------------------------------------------108
TABLE 70: COMPENSATION PACKAGE----------------------------------------------------------------109
TABLE 71: GROSS MONTHLY AND ANNUAL COMPENSATION PACKAGE------------------
110
TABLE 72: TOTAL PROJECT COST-----------------------------------------------------------------------113
TABLE 73: PROJECTED INCOME STATEMENT-------------------------------------------------------
114
TABLE 74: CASH FLOW--------------------------------------------------------------------------------------
115
TABLE 75: PROJECTED BALANCE SHEET-------------------------------------------------------------116
TABLE 76: CHANGES IN EQUITY-------------------------------------------------------------------------
117
TABLE 77: RETURN ON INVESTMENT------------------------------------------------------------------
118
TABLE 78: PAYBACK PERIOD-----------------------------------------------------------------------------
118
TABLE 79: DEPRECIATION SCHEDULE-----------------------------------------------------------------
119
FIGURE CONTENTS:
FIGURE 1: LOGO OF THE BUSINESS----------------------------------------------------------------------11

FIGURE 2: VICINITY MAP OF CAFFE DIVERSO OFFICE/HEADQUARTERS-------------------12
FIGURE 3: HEAD OFFICE/BUILDING---------------------------------------------------------------------13
FIGURE 4: LOCATOR'S MAPS-------------------------------------------------------------------------------27
FIGURE 5: SAMPLE PACKAGING--------------------------------------------------------------------------62
FIGURE 6: FACEBOOK PAGE--------------------------------------------------------------------------------
64
FIGURE 7: SAMPLE PRINT ADS/TARPAULIN ----------------------------------------------------------64
FIGURE 8: SAMPLE FLYERS---------------------------------------------------------------------------------

65
FIGURE 9: OPENING DISCOUNT COUPON OF CAFFE DIVERSO----------------------------------
66
FIGURE 10: SAMPLE OF ANNIVERSARY COUPON---------------------------------------------------66
FIGURE 11: PRODUCTION PROCESS OF HOT COFFEE----------------------------------------------80
FIGURE 12: PRODUCTION PROCESS OF HOT COFFEE----------------------------------------------80
FIGURE 13: VICINITY MAP----------------------------------------------------------------------------------91
FIGURE 14: PERSPECTIVE SIDE VIEW-------------------------------------------------------------------92
FIGURE 15: PERSPECTIVE BACK VIEW------------------------------------------------------------------
92
FIGURE 16: PERSPECTIVE INSIDE VIEW----------------------------------------------------------------92
FIGURE 17: ORGANIZATIONAL STRUCTURE OF CAFFE DIVERSO----------------------------103
Abstract
Food trucks had become the popular choice for an entrepreneur starting a new business with
low investment and risk taken. Coffee production in the Philippines began as early as 1740 when the
Spanish introduced coffee in the islands. It was once a major industry in the Philippines, which 200
years ago was the fourth largest coffee-producing nation. The Philippines is one of the few countries
that produce the four main viable coffee varieties.
Caffe Diverso is a coffee truck that offers different varieties of coffee in a budget-friendly.
The coffee truck will be located near the city hall of Phase II Kapitan Pepe Cabanatuan City and Del
Pilar St. Sangitan around Freedom Park Cabanatuan City. The theme of the coffee truck is what the
teens call “instagrammable” or just a chill and relaxing vibe around the truck. The Misson of Caffe
Diverso is “A Café-Truck, brewing and serving a budget-friendly freshest cup of coffee. While
Vision is “To be one of the best-loved local coffee truck businesses around Cabanatuan City, Nueva
Ecija by the year 2026.”
Moreover, this study can be used in various ways which focus on the proposed business. It
tells us whether a project is worth it or not.

Chapter I
Summary of the Project
1.1 Name of the Firm: Caffé Diverso
The researchers decided to name the business “Caffé Diverso”, an Italian word that translates in
English as “Different Coffee”. It is a coffee truck that offers different varieties of coffee.
Figure 1: Logo of the business
The Logo of the Business
The researchers proposed the business name “Caffé Diverso” and the logo which is shown
in figure 1, the researchers believe that the logo will create a big impact on customers’ minds
and will be easily known by the customers as the image of the “Caffé Diverso”.
The Tagline of the Business
The researchers' proposed tagline for the business is “Wheeling” to serve your best choice
of coffee”.
The tagline describes the unique selling proposition as it emphasizes that Caffe Diverso is a
Coffee Truck, that they can make a way to reach their customers and properly serve a variety
of coffee. Also, it describes the quality of products and service because the researchers make
sure that they serve efficiently to the customers and make a good relationship with them.
1.2 Location
1.2.1 Head Office
Caffe Diverso office/headquarters will be located at #1060 Beedle St. Padre Burgos,
Cabanatuan City, Nueva Ecija, where Mr. Patrick Chan, the prospective owner resides.
Figure 2 shows the vicinity map of Caffe Diverso Office/Headquarters.
Figure 3 shows the Head Office/ Building
1.2.2 Plant site
The researchers decided to locate the business at Phase II Kapitan Pepe and at Del Pilar St.
Sangitan around Freedom Park Cabanatuan City, the researchers decided that during Monday
to Thursday, the coffee truck will be at Del Pilar St. around Freedom Park Cabanatuan City
while on Friday to Sunday, the coffee truck will be at Phase II Kapitan Pepe, Cabanatuan City
because these locations are popular locations to place a business as the researchers check the
location, they saw that there are many people who go around in this locations and those
people can be their potential customers.

1.3 Brief Description of the project
The coffee truck will be located near the city hall of Phase II Kapitan Pepe Cabanatuan City
and Del Pilar St. Sangitan around Freedom Park Cabanatuan City, the researchers thought that it
would be a good place because there’s are lots of people who like to do activities there such as jog,
walk, and even learn how to drive and by that the Coffee Truck could be the place where they can go
to just relax and have some coffee after the tiring activities they did for the day. The product that will
be offered will definitely be affordable and budget-friendly for the target market. The theme that the
researchers will go for in the coffee truck is what the teens call “instagrammable” or just a chill and
relaxing vibe around the truck, the researchers thought that it would be a good idea because people
nowadays tend to go in the place that they think they can have a beautiful background for their
pictures to post on their social media accounts.
1.4 Project Summary
1.4.1 Market Feasibility
In this study, the researchers used a descriptive method to describe the particular
individual, group, or situation being studied. The respondents of the study are the Barangay
Kapitan Pepe and Del Pilar st. Sangitan Cabanatuan City, Nueva Ecija. the researchers used
stratified random sampling to obtain a sample population that best represents the entire
population being stratified. The instrument that the researchers applied was the primary and
secondary data. Also in this chapter shows the demand and supply of the two barangays. And
the major consumers are the millennials and Gen Z. Also in this chapter shows the marketing
programs/strategies of the business.

1.4.2 Technical Feasibility
This chapter showed the description of each product. The researchers also have the
equipment, machines, supplies, sanitary that the researchers need, furniture and fixtures, and
the raw materials that were going to be used. Also in this chapter includes the process of how
the researchers do the products.
1.4.3 Management Feasibility
The sole owner is Mr. Patrick Chan Jr, the one who is responsible for financing the
coffee truck business. The capital that he will invest is from his personal savings that he saved
from his previous work in UAE for 7 years. The proposed business has 2 employees to
operate the preparations of the products that the proposed business will offer and to assist the
customers.
1.4.4 Financial Study
Since the form of the business will be a sole proprietorship, the source of financing is
solely provided by the prospective owner, Mr. Patrick Chan. This study shows the capital that
the proposed busines needed to operate a coffee truck business.

Chapter II
Introduction/ Background of the Study
This chapter includes a short explanation of why the subject matter for a feasibility study was
chosen. The objectives of the study will be presented. The operational definition of a term used in the
study. As well as the scope and limitations of the study.
2.1 Brief Background of the Study
2.1.1 Introduction
Coffee is a hot drink made from the roasted and ground seeds of a tropical shrub, but the
researchers believe that coffee is more than just a drink, it’s a culture, an economy, art, and
passion. Whether you’re new to the brew or an espresso expert, whether you prefer it with or
without caffeine. Coffee is part of the everyday life of people.
The researchers aim to serve the best quality and satisfy the wants of their customers based
on the varieties of their coffees and also to provide a friendly, comfortable atmosphere where
the customer can receive quality food, and services at a reasonable price.
2.1.2 Review of Related Literature
Foreign Related Literature
Ralph’s Coffee, 2017
When Ralph Lauren launched Ralph’s Coffee in 2017, they asked food truck
promotions to execute a custom mobile build-out to promote the opening of its first-
ever coffee shop at their flagship store on 5th avenue. Food truck Promotions designed
an eye-catching 1943 vintage Citroen adorned with Ralph’s Coffee branding, which
served their signature blends of coffee, espresso, and lattes to the New Yorkers
passing by. In 2018, Ralph Lauren opened a new Polo men’s store in SoHo and they
wanted to bring back the iconic Ralph’s Coffee truck. The stylist Ralph’s Coffee truck
was stationed directly in front of their new store, serving designer treats and creating ‘
insta- worthy’ moments. Since 2017, the iconic vintage Citroen coffee truck has
become a hallmark of the designer coffee brand. The original Ralph’s Coffee truck
was such a popular hit that Ralph Lauren wanted to replicate it and open a permanent
Ralph’s Coffee mobile coffee shop located at Rockefeller Plaza.
https://foodtruck.com/ralph-lauren/
‘Gen Z and millennials are driving new-age coffee consumption’
(Bharat Sethi, 2021)
According to Bharat Sethi, 2021, Talking about creating a niche in the market
where people are used to having traditional coffee Bharat remarked, “If you look at
the data, you’ll see that coffee consumption is being driven by the Gen Z and the
millennials, the 15 to 40 year-olds. They are driving new-age coffee consumption.
Thedailyguardian.com/gen-z and millenials

Foreign Related Study
How to Start a Sustainable Coffee Truck Business
(Matt Drew’s 2019)
The study entitled “How to Start a Sustainable Coffee Truck Business”
Matt Drew was employed as a marketer in a corporate setting and found himself
less and less passionate about work. Drew also had a daughter on the way and started
to question the point of putting in 12-16 hours per day for someone else, and
ultimately wondered what his legacy would be if he continued down this path. So
Drew made the decision to change the trajectory of his life in a big way by starting a
coffee truck.
Drew said that the first step you need to take in starting a coffee truck business is
Developing a Brand before you even start thinking about the equipment, the size of
the truck to buy, or the licenses you’ll need to operate. You need to take some serious
time to consider the brand you want to grow. Daily Operation, the morning for Drew
typically starts at 3 a.m in order to get the serving windows up between 6:00- 6:30 am.
It requires waking up a few hours early to prepare for the vending location and
preparing for the service. How much does it cost to start a coffee truck, expect to
invest $ 30,000 minimum for a coffee truck that will pass your local health
inspections, has quality equipment installed, and is reliable. You could spend as much
as $90,000 depending on the equipment you select. How profitable is a coffee truck,
based on our survey of 223 full-time food truck owners, over 50% report generating at
least $150,000 in revenue per year. Coffee truck owners can expect to see similar
revenues if they operate the business full-time and establish name recognition locally.
Licenses Requirements, Health permits this permit allows you to sell food or
beverages to the public. The local fire department will check your HVAC system
and fire extinguishers to ensure you meet their requirements. Business License,
Establishing a formal business entity. Vehicle License, whether you own a trailer or
truck, you’ll need a license within the state you plan to operate just like any other
vehicle on the road. Food Handlers permit, this permit is often required for a coffee
truck even if you don’t plan to cook any food on the unit. And last is a Special event
or temporary permit if you plan to vend at a special event.
foodtruckempire.com
Local Related Study
The Coffee Mobile, 2019
As the COVID-19 pandemic spread across communities, coffee shops were among
the first businesses to be hard hit. Because of the sweeping lockdowns and strict social
distancing protocols, many closed down or only partly open for takeout. Yet in Cebu,
one of the areas hard-hit by the pandemic, a coffee place born during the height of the
lockdown is garnering some serious attention on social media. But it doesn’t have the
usual decors, feel, and ambiance of one — not even walls, windows, or doors.
Because this particular caffeine haven is mounted on wheels.

The Coffee Mobile serves three kinds of drinks, Pour-over Coffee, Cold Brew
Beverages, and Espresso Beverages, with the bestsellers being the bottled elixirs or
cold brew coffee, best paired with cookies and muffins.
It started during Cebu’s lockdown. With all that free time I had during the
lockdown, I started sharing my own personal brew recipes to our neighbors using the
little cart we built and started selling our bottled elixirs (cold brew) online,” Anzano
recalls. Currently, The Coffee Mobile serves three kinds of drinks, Pour-over Coffee,
Cold Brew Beverages, and Espresso Beverages, with the bestsellers being the bottled
elixirs or cold brew coffee, best paired with cookies and muffins.
Anzano aims to create a coffee culture through The Coffee Mobile and inspire a
growing number of coffee drinkers. Wheeled and always mobile, his movable shop
can freely stroll across different neighborhoods in the city. His coffee ventures began
with the TCM Cart, the first mobile coffee bar. It was followed by the TCM Moto Pop
up, a coffee bar, and the third and largest, a retrofitted Volkswagen Kombi that travels
to Lapu-Lapu City every Saturday for pop-up sessions.
https://wheels.ph/cebuano-street-barista-crafts-delicious-brews-inmobile-coffee-shop/
Philippines: Coffee Market and the Impact of COVID-19 on It in the Medium Term
(William and Marshall, 2020)
According to William et al. The instant coffee market in the Philippines was
equal to 3.02 billion USD (calculated in retail prices) in 2015. Until 2025, the coffee
market in the Philippines is forecast to reach 6.66 billion USD (in retail prices), thus
increasing at a CAGR of 5.79% per annum for the period 2020-2025. This is a
decrease, compared to the growth of about 12.07% per year, registered in 2015-2019.
In general, the main aspects that have been shaping coffee consumption
include taste, pleasure, and caffeination. Particularly the instant coffee market has
been prompted by the increasing consumption coming from developing regions and
especially Asia and the Middle East. Although consumption worldwide is growing,
instant coffee still holds a relatively small share within the coffee segment.
Marketresearch.com//marshallandandwilliamstrategy
2.2 Objectives of the Study
This study aims to determine the feasibility study of Coffee Truck in Phase II Kapitan
Pepe, Cabanatuan City, Nueva Ecija, and Del Pilar St. around Freedom Park Cabanatuan
City, Nueva Ecija This study seeks to answer the following question:
1. How the Feasibility Study of the marketing aspect of this study described in terms of:
● Market description
● Demand Analysis
● Supply Analysis
● Demand and Supply Analysis
● Competitive Position
● Marketing Program
● Projected Sales
2. How the Feasibility of Technical Aspect of this study is described in terms of:
● Product Description
● Production Schedule
● Location of Production
● Raw Materials and their sources
3. How the Feasibility of Management Aspect of this study is described in terms of:
● Forms of Business Organization
● Company Policies
● Personnel and Manpower Requirement
4. How the Feasibility of Financial Aspect of this study is described in terms of:
● Sources of Finance
● Total Project Costs
● Capital Requirement
● Projected Financial Statement
● Financial Analysis
5. How the Feasibility of Socio-Economic of this study is described in terms of:
● Internal and External Customer
● Government
2.3 Operational Definition of Terms
Services- is a means of delivering value to the customers by facilitating outcomes
customers want to achieve without the ownership of specific costs and risks.
Production- it is the act of creating output, a good or service that has value and
contributes to the utility of individuals.
Coming- an act or instance of arriving.
Offer- is a conditional proposal made by a buyer or seller to buy or sell an asset, which
becomes legally binding if accepted.
Selling- is a transaction in which money is exchanged for goods or services.
Buying- the action or an instance of purchasing something.
2.4 Scope and limitations of the study
The study covers the marketing, technical, management, and financial aspects and the
project implementation. The study tries to answer if it is feasible to establish a Coffee Truck
in Phase II Kapitan Pepe, Cabanatuan City near City Hall and to Del Pilar St. around Freedom
Park Cabanatuan City.
The study focuses on two chosen Barangays of Cabanatuan City, Nueva Ecija. The places
involved are the Brgy. Kapitan Pepe and Del Pilar St. Sangitan around Freedom Park
Cabanatuan City. The respondents of the study were both male and female, 15 to 39 years old.
The study was conducted in the second semester of School Year 2020-2021.
Chapter III
Market Study
This Chapter includes the research methodology that is used by the researchers as their guide in
making this study. Population and sampling are shown in this chapter to identify the target market as
well as getting data from them. It includes instrument and data analysis which were used by the
researchers in gathering their data and how they analyzed it for showing the results of the study.
The main Objectives of the Market Study are the following:
1. To understand the market and determine whether enough demand exists to make the
venture successful.
2. To determine the population and the growth rate of the chosen locations.
3. To recognize the problems that may be encountered and propose a solution for them.
3.2 Methodology
This Chapter describes how the researchers gather and collect necessary data and information. It
discusses the research design, respondents of the study, the locale of the study, instrument, data
gathering procedure, and statistical treatment that was used.
3.2.1 Research Design
The study used the descriptive method of research, the descriptive method to answer the
questions who, what, when, where, and how. This type of research described the particular
individual, group, or situational being studied.

3.2.2 Respondents of the study
The respondents of this study were people in two chosen places of Cabanatuan City,
Nueva Ecija which is the Barangay Kapitan Pepe and Del Pilar st. Sangitan Cabanatuan City
both male and female with the age of 15 to 39 years old. The researchers used Slovin’s
Formula to determine the acceptable sample size of the study.
Slovin’s Formula: Where:

N = the number of people who qualify in the area of
study
E = margin of error which is 5%
N
n= n = sample size
1+ Ne 2
From 2,973 respondents the researchers used Slovin’s Formula with a confidence level of
95% and a margin of error of 5% as the sampling method to determine the sample size of
respondents which resulted in 353 respondents
2,973
n=
1+2,973(5%) 2
2, 973
n= 1+ 2,973 (0.0025)
2,973
8.43
n=
= 352.67 or 353
Table 1
STRATIFIED RANDOM SAMPLING
BARANGAY NO. OF POPULATION PERCENTAGE% SAMPLE

SIZE
(15 to 39 YEARS OLD)
Phase II Kapitan Pepe 2,185 73.49 % 259
Del Pilar St. Sangitan 788 26.51% 94
TOTAL 2,973 100% 353
Table 1 shows the total population which is 2,973. The researchers use stratified random
sampling to obtain a sample population that best represents the entire population being studied.
3.2.3 Locale of the Study
The collection of data and information and the distribution of survey questionnaires
were conducted in the Barangay of Cabanatuan City, Nueva Ecija which is the Brgy. Kapitan
Pepe and Del Pilar st. Sangitan Cabanatuan City, Nueva Ecija.
Figure 4: Locator’s Map
3.2.4 Instruments Applied
The instruments that were used are primary and secondary data.
Primary Data
Data in this study were collected using online survey questionnaires through the
means of Google Form, to be able to gather data/ information.
Secondary Data
Secondary data was collected using the internet.
3.2.5 Data Gathering Procedures
The researchers will be following all the methods and procedures in order to obtain the
instruments that will be used in this study.

The researchers will prepare online questionnaires that are guided and instructed by the
feasibility study adviser. Starting off, the introductory letter contains the background of Caffe
Diverso. The second part will be the primary questions regarding the products that the respondents
will need to answer.
SURVEY QUESTIONNAIRE
DEMOGRAPHIC PROFILE
I. Profile of the Respondents
Table 2 Gender
GENDER NO. OF RESPONDENTS PERCENTAGE
Male 139 39.4%
Female 214 60.6%
TOTAL: 353 100%
Table 3 Age
AGE NO. OF RESPONDENTS PERCENTAGE
15 to 21 years old 187 53%
22 to 30 years old 120 34%

31 to 39 years old 46 13%
TOTAL: 353 100%
Table 4 Address
ADDRESS NO. OF RESPONDENTS PERCENTAGE
Kapitan Pepe 259 73.4%
Del Pilar st. 94 26.6%
TOTAL: 353 100%
II. Questions for Survey
Table 5
Do you drink Coffee? (If your answers is “No”, please proceed to question 6 to 13)
NO. OF RESPONDENTS PERCENTAGE
Yes 314 89%
No 39 11%
TOTAL: 353 100%
Table 6
How many cups of coffee do you drink per day?
1 to 2 cups 101 32.2%
3 to 4 cups 183 58.3%
More than 4 cups 30 9.5%
TOTAL: 314 100%
Table 7
How many times do you visit a café in a week?
1 to 2 times 270 86%
3 to 4 times 29 9.2%
More than 4 times 15 4.8%

TOTAL: 314 100%
Table 8
What do you buy in a Coffee Truck?
Hot 195 62.1%
Cold 70 22.3%
Tea 43 13.7%
Other 6 1.9%
TOTAL: 314 100%
Table 9
How much are you willing to spend on a regular cup (8oz) of coffee?
P50 to P54 184 58.6%

P60 to P69 77 24.5%
P70 to P79 27 8.6%
More than P79 26 8.3%
TOTAL: 314 100%
Table 10
If you go to a café what type of food do you usually purchase?
Hot Meal 95 26.9%
Pastries 178 50.42%
Snacks 80 22.7%
TOTAL: 353 100%
Table 11
How much are you willing to spend on pastries?
P50 to P79 146 41.4%
P80 to P99 81 22.9%
P100 to P119 105 29.7%
More than P120 21 5.9%
TOTAL: 353 100%
Table 12
What would you consider the most important thing when consuming food/drinks?
Price 49 13.9%
Taste 244 69.1%
Variety of Drinks 29 8.2%
Friendly Services 28 7.9%
Other 3 0.8%
TOTAL: 353 100%
Table 13
Would you buy food/drinks from a Café Truck?
Yes, both food and drinks 289 81.9%
Yes, but only a drink 26 7.4%
Yes, but only food 22 6.2%
No, I would not consume food 16 4.5%

or drinks
TOTAL: 353 100%
Table 14
On average, how long would you wait in line to get your order in a café truck?
15 minutes or less 196 55.5%
16 to 20 minutes 122 34.6%
25 to 30 minutes 26 7.4%
More than 30 minutes 9 2.5%
TOTAL: 353 100%
Table 15
What time of the day are you most likely to purchase foods or beverages from a Café Truck?
Morning (5:00 am to 11:00 122 34.6%

am)
Afternoon (12 nn to 3:00 pm) 60 17%
Late Evening/ Evening (4:00 to 171 48.4%

9 pm)
TOTAL: 353 100%

Table 16
What social media would you use to locate a caffé truck?
Facebook 307 87%
Twitter 10 2.8%
Instagram 23 6.5%
E-mail 10 2.8%
Other 3 0.8%
TOTAL: 353 100%
Table 17
Would you try coffee or a meal if a caffé truck offers it near you?
Yes 314 89%
No 39 11%
TOTAL: 353 100%

Comments and Suggestion
● I love coffee
● Goodluck
● Good Idea
● Coffee Flavor
● None, It’s all good and precise questions
Interview guide questions for Competitors:
- What is the name of the shop?
- Year when the business started?
- Ano ang mga binabalik balikan ng mga customers? (Service, product, ambiance etc.)
- Estimate customers a day?
- Estimate sales (pieces. of coffee) a day?
- Estimated sales in a year (2018, 2019, and 2020)?
3.3 Demand
Demand is an economic principle that describes the willingness and desire of the consumers to
purchase specific goods or services at a specific ceteris paribus.
3.3.1 Consumption for the past years
Table 18 Historical Population
YEAR TOTAL POPULATION TOTAL POPULATION DEL TOTAL

KAPITAN PEPE PILAR ST. SANGITAN
2016 4,558 1,983 6,541
2017 4,694 1,951 6,645
2018 4,835 1,920 6,755
2019 4,980 1,890 6,870
2020 5,130 1,860 6,990
Source: PhilAtlas
Table 18 shows the historical population of Kapitan Pepe and Del Pilar St. Sangitan, Cabanatuan
City, Nueva Ecija for the year 2016 to 2020.
Table 19
Historical Population for the Past Five Years
YEAR TOTAL POPULATION TOTAL POPULATION

KAPITAN PEPE DEL PILAR ST.
TOTAL
SANGITAN
(15 TO 39 YEARS OLD) (15 TO 39 YEARS OLD)
2016 1,942 840 2,782
2017 2,000 827 2,827
2018 2,060 814 2,874
2019 2,122 801 2,923
2020 2,185 788 2,973
Source: PhilAtlas
Table 19 shows the historical population of Kapitan Pepe, Cabanatuan City, Nueva Ecija, and Del
Pilar St. Sangitan, Cabanatuan City, Nueva Ecija (15 to 39 years old) for the year 2016 to 2020, by
the use of the table the researchers will be able to determine the growth rate of the population of the
Barangay
Table 20
Population Growth Rate of Kapitan Pepe
YEAR TOTAL POPULATION GROWTH RATE

KAPITAN PEPE
(15 TO 39 YEARS OLD)
2016 1,942 ----
2017 2,000 3%
2018 2,060 3%
2019 2,122 3%
2020 2,185 3%
Total Growth Rate 12%
Average Growth rate 3%
Table 20 shows the growth rate (aged 15 to 39 years old) of the historical population of Brgy.
Kapitan Pepe Cabanatuan City, Nueva Ecija for the year 2016, 2017, 2018, 2019, and 2020. By using
this table, the researchers projected the population for the next five years.
Table 21
Population Growth Rate of Del Pilar St. Sangitan
YEAR TOTAL POPULATION DEL GROWTH RATE

PILAR ST. SANGITAN
(15 TO 39 YEARS OLD)
2016 840 -----
2017 827 -1.59%
2018 814 -1.59%
2019 801 -1.59%

2020 788 -1.59%
Total Growth Rate -6.36%
Average Growth rate -1.59%
Table 21 shows the growth rate (aged 15 to 39 years old) of the historical number of the
population of Del Pilar St. Sangitan Cabanatuan City, Nueva Ecija for the year 2016, 2017, 2018,
2019, and 2020. By using this table, the researchers projected the population for the next five years.
Growth Rate Formula

GR= Current Year- Previous Year/Previous Year X 100
Average Growth Rate Formula
AGR= Total Growth Rate/4
3.3.2 Major consumers of the product
The major consumers of the product are the Millennials and Gen. Z because the
researchers think that they are the people who will most likely buy their foods.
3.3.3 Projected Demand
Table 22
Projected Population of Brgy. Kapitan Pepe
YEAR TOTAL POPULATION

(AGE 15-39 YEARS OLD)
2020 2,185
2021 2,251
2022 2,318
2023 2,388
2024 2,460
2025 2,533
Table 22 shows the projected population of the target market for the next five years. The
researcher used the average number of population multiplied by one then plus to the average
growth rate which is 3.00%. And the formula applies for the next five years (2021-2025). A
positive growth rate indicates an increasing population, the researchers got the market
demand of the Caffe Diverso, a coffee truck.
Projected Number of Population for the next Years
= Present Number of Population X 1 + 3.00%
Table 23
Projected Population of Del Pilar St. Sangitan

YEAR TOTAL POPULATION

(AGE 15-39 YEARS OLD)
2020 788
2021 776
2022 763
2023 751
2024 739
2025 727
Table 23 shows the projected population of our target market for the next five years. The
researcher used the average number of population multiplied by one then plus to the average growth
rate which is -1.59%. And the formula applies for the next five years (2021-2025). A negative growth
rate indicates a decreasing population, the researchers got the market demand of the Caffe Diverso, a
coffee truck.
Projected Number of Population for the next Years
= Present Number of Population X 1 + -1.59%
Table 24
Effective Demand
Year Projected Number of Question no. 1 Potential Demand

Population
89%
2021 3027 2694 2694
2022 3081 2742 2742
2023 3139 2794 2794
2024 3199 2847 2847
2025 3261 2902 2902
Question no. 1
89% answered YES
Table 24 shows the market demand and the percentage of Question no. 1 of the two
Barangays. Using the table, the researchers got the projected demand of “Caffe Diverso” for the next
five years.
Effective Demand
= Projected Population X Question no.1
Projected Demand for the next five years (2021-2025)
Table 25
2021
DEMAND % OF POTENTIAL FREQUENCY EFFECTIVE

RESPONDENTS DEMAND DEMAND
1 to 2 cups
2694 32.20% 868 (336 Days) 291,473
3 to 4 cups
2694 58.30% 1571 (336 Days) 527,728
More than 4 cups
2694 9.50% 256 (336 Days) 85,993
TOTAL 100% 2694 - 905,194
Table 26
2022
1 to 2 cups
2742 32.20% 883 (336 Days) 296,672
3 to 4 cups
2742 58.30% 1599 (336 Days) 537,143
More than 4 cups
2742 9.50% 261 (336 Days) 87,528
TOTAL 100% 2742 - 921,342
Table 27
2023
1 to 2 cups
2794 32.20% 900 (336 Days) 302,257
3 to 4 cups
2794 58.30% 1629 (336 Days) 547,254
More than 4 cups
2794 9.50% 265 (336 Days) 89,175
TOTAL 100% 2794 - 938,687
Table 28
2024
1 to 2 cups
2847 32.20% 917 (336 Days) 308,035
3 to 4 cups
2847 58.30% 1660 (336 Days) 557,715
More than 4 cups
2847 9.50% 271 (336 Days) 90,880
TOTAL 100% 2847 - 956,629
Table 29
2025
1 to 2 cups
2902 32.20% 935 (336 Days) 314,005
3 to 4 cups
2902 58.30% 1692 (336 Days) 568,524
More than 4 cups
2902 9.50% 276 (336 Days) 92,641
TOTAL 100% 2902 - 975,169
The tables show the total demand for the next five years in frequency, by multiplying the
percentage of respondents in 336 days to the projected market demand for the year 2021 to 2025. By
using this table, the researchers got the Demand and Supply Gap.
Table 30
Summary of Project Demand
Year Projected Demand Annual Increase
2021 905,194 -
2022 921,342 16,148
2023 938,687 17,344
2024 956,629 17,942
2025 975,169 18,541
Table 30 shows the projected demand and the corresponding increase annually. By using
this table, the researchers determined the gap between demand and supply.
Annual Increase
= Current Projected Demand – Previous Projected Demand
3.4 Supply
It is the number of products that producers are willing and able to sell at a given price, all
other factors being held constant.
3.4.1 Supply for the past years
Table 31
Historical Estimated Supply of Existing Competitors for the past 2 years
SUPPLIERS SUPPLIES FOR 2019
DAILY WEEKLY MONTHLY ANNUALLY
Simplicity 20 140 560 6,720
Tea Cup - - - -
Bubble Cup 20 140 560 6,720
RSC Café 60 420 1,680 20,160
NYORK 140 980 3,920 47,040
Total 240 1680 6,720 80,640

Average Supply 60 420 1,680 20,160
Table 32
SUPPLIERS SUPPLIES FOR 2020
DAILY WEEKLY MONTHLY ANNUALLY
Simplicity 30 210 840 10,080
Tea Cup 15 105 420 5,040
Bubble Cup 15 105 420 5,040
RSC Café 30 210 840 10,080
NYORK 70 490 1,960 23,520
Total 160 1,120 4,480 53,760
Average Supply 32 224 896 10,752
Table 31 and 32 shows the number of products sold daily, weekly, monthly and annually. It
indicates the present supply of products on the two barangays of Cabanatuan City. The gathered
information collected through the use of interviews and averaged the daily customer of the above
market participants. The table used by the researchers to calculate the projected supply for the next
five years.
Supply Monthly = Supply Weekly X 4 weeks
Supply Annually = Supply Monthly X 12
Average Supply =Total Supply/ Total number of

competitors
Table 33
Growth Rate
COMPETITORS YEAR 2019 YEAR 2020 ANNUAL GROWTH

RATE
Simplicity 6720 10080 50
Tea Cup - 5040 -
Bubble Cup 6720 5040 -25
RSC Café 20160 10080 -50
NYORK 47040 23520 -50
Total 80640 53760 -75

Average Growth Rate 20160 10752 -18.75
Source: Competitors
Table 33 shows the annual growth rate, total growth rate, and average growth rate of the
competitors. The researchers gathered the competitor’s growth rate through an interview with the
shop employee or staff. By using this table, the researchers determined the projected supply of
competitors for the next five years.
Average Growth Rate = Total Growth Rate / 4
3.4.2 Projected Supply
Table 34
Projected Annual volume of the domestic supply for the next five years
YEAR PREVIOUS AVERAGE PROJECTED

ANNUAL SUPPLY GROWTH RATE ANNUAL SUPPLY
(-18.75%)
2020 - - 53,760
2021 53,760 0.8125 43,680
2022 43,680 0.8125 35,490
2023 35,490 0.8125 28,836

2024 28,836 0.8125 23,429
2025 23,429 0.8125 19,036
Source: Competitors
Table 34 shows the projected annual supply for the next five years of the competitors. The
projected annual supply is computed by adding the previous annual supply to the average growth rate
(-18.75%) and adding one then the product will be added to the previous annual supply.
Table 35
Projected Annual Supply
“Simplicity”

ANNUAL GROWTH RATE ANNUAL SUPPLY
SUPPLY (-18.75%)
2020 - - 10,080
2021 10,080 0.8125 8,190
2022 8,190 0.8125 6,654
2023 6,654 0.8125 5,407
2024 5,407 0.8125 4,393
2025 4,393 0.8125 3,569

Source: Competitors
Table 36
“Bubble Cup”

SUPPLY (-18.75%)
2020 - - 5,040
2021 5,040 0.8125 4,095
2022 4,095 0.8125 3,327
2023 3,327 0.8125 2,703
2024 2,703 0.8125 2,197
2025 2,197 0.8125 1,785
Source: Competitors
Table 37
“Tea Cup”


SUPPLY (-18.75%)
2020 - - 5,040
2021 5,040 0.8125 4,095
2022 4,095 0.8125 3,327
2023 3,327 0.8125 2,703
2024 2,703 0.8125 2,197
2025 2,197 0.8125 1,785
Source: Competitors
Table 38
“RSC Cafe”

ANNUAL SUPPLY GROWTH RATE ANNUAL SUPPLY
(-18.75%)
2020 - - 10,080
2021 10,080 0.8125 8,190
2022 8,190 0.8125 6,654

2023 6,654 0.8125 5,407
2024 5,407 0.8125 4,393
2025 4,393 0.8125 3,569
Source: Competitors
Table 39
“NYORK”

SUPPLY (-18.75%)
2020 - - 23,520
2021 23,520 0.8125 19,110
2022 19,110 0.8125 15,527
2023 15,527 0.8125 12,616
2024 12,616 0.8125 10,250
2025 10,250 0.8125 8,328
Source: Competitors
Previous Annual Supply X ( Competitors Growth Rate + 1)
Table 40
Total Projected Annual Supply of Competitors
YEAR SIMPLICITY BUBBLE TEA CUP RSC CAFE NYORK TOTAL

CUP
2020 10,080 5,040 5,040 10,080 23,520 53,760
2021 8,190 4,095 4,095 8,190 19,110 43,680
2022 6,654 3,327 3,327 6,654 15,527 35,490
2023 5,407 2,703 2,703 5,407 12,616 28,836
2024 4,393 2,197 2,197 4,393 10,250 23,429
2025 3,569 1,785 1,785 3,569 8,328 19,036
Table 40 shows the projected estimated supply of competitors for the year 2020. The
researchers used the growth rate of competitors to project their supply for the next five years.
Table 41
List of Current and Potential Producers
Current Competitors Address
Simplicity
Del Pilar st., Sangitan

Bubble Cup
Tea Cup
Kapitan Pepe
RSC Café
NYORK
Table 41 shows the list of Current Competitors as well as the location of their stores.
The reason why the researchers specifically have 5 competitors is that these businesses are the only
ones that are included in the two areas that the researchers chose.
3.5 Demand and Supply analysis, demand/supply gap
Table 42
YEAR Projected Projected Supply Gap Target Market

Demand Share
2021 905,194 43,680 861,514 16,800

2022 921,342 35,490 885,852 17,773
2023 938,687 28,836 909,851 18,802
2024 956,629 23,429 933,200 19,890

2025 975,169 19,036 956,133 21,042
Table 42 shows the projected demand, projected supply, the gap, and the target market share
of the Caffe Diverso. Considering the gap the researchers concluded that the demand for the next five
years increases. By using this table, the researchers determined the number of customers who are not
catered by the existing coffee shop in the targeted location.
50 is the daily capacity of the proposed business. The researchers used the gap in determining
the target market share per year. The researchers used the average growth rate based on the RRL
which is 5.79% to determine the target market share for the next five years.
Gap
= Projected Demand – Projected Supply
Target Market Share

= (Daily Capacity 50) X (336 days)
3.6 Marketing Programs/Strategies
A marketing program is a coordinated, thoughtfully designed set of activities that help you
achieve your marketing objectives. Your marketing objectives are strategic sales goals that fit your
strengths and are a good way to stretch your business in its current situation. In order to build strong
customer relationships and maximize your sales, you need to put every possible marketing tool to
work for you.

Proper marketing mix strategies are most important for any business. For it determines how the
business. The Caffe Diverso will be properly introduced and accepted by its target market. Marketing
strategies are an integrated process in which companies build strong customer relationships and
create a customer.
3.6.1 Product
The researchers offered a different variety of coffee which is black coffee, macchiato,
espresso, iced mocha, cold brew, and frappuccino.
The proponent wants to position the business in the mind of the target market as the
number one source of quality and affordable coffee in Cabanatuan City.
3.6.1.1 Product Category/Quality and Style
Table 43
COFFEE
Hot
Black Coffee
Macchiato
Expresso
Cold
Iced Mocha
Cold Brew
Frappuccino
3.7.1.2 Brand
The most important factor that would greatly affect the marketability of the
business is its brand name. Great things lie in the name of the business because that is
the first that will capture the attention of its prospective clients.
As agreed by the proponent of the business, it will be named as “Caffe
Diverso'' which translates as “different coffee”. Caffe Diverso is a low-priced coffee
truck shop that provides convenience and offers a complex blend of different flavors
of coffee for every caffeine lover.
3.7.1.3 Competitive Advantage
Since caffé trucks are mobile, unlike coffee shops, the owner doesn't have to rely on one
location to make all of their sales. If a location doesn’t work out for whatever reason, then an owner
can simply find a different one. In simple words, unlike the physical store, coffee trucks can cater to
more than one location to sell.

3.7.1.4 Packaging
Hot Cold
Figure 5
Sample Packaging
The proposed business used plastic cups for the cold coffee while for the hot coffee is a
disposable paper cup.
3.7.2 Pricing
The researchers adopted Cost-Plus Pricing. This approach sets the selling price based
on evaluating all variable costs that incur and adding a markup percentage for the service fee to
establish the price.
Table 44
PRODUCT (COFFEE) SELLING PRICE

Hot
Black Coffee 35
Macchiato 35
Expresso 40
Cold
Iced Mocha 75
Cold Brew 55
Frappuccino 65
3.7.3 Place of Distribution
The researchers chose to locate the business at Phase II Kapitan Pepe and at Del Pilar
St. Sangitan around Freedom Park Cabanatuan City, which on Monday to Thursday is in Del
Pilar St. Sangitan around Freedom Park Cabanatuan City, while on Friday to Sunday the
coffee truck is in Phase II Kapitan Pepe Cabanatuan City.
3.7.4 Promotions
The researchers of the proposed project will be using different marketing strategies in
order to introduce Caffe Diverso to catch up and hook the attention of the prospective
customer.
Social Media Marketing - will be used to promote the products. This is the most used
kind of promotion nowadays that will surely reach prospective customers because nearly
everyone already knows how to use social media. Also, it is one of the best ways to promote
the products since we are currently in a global pandemic.
Figure 6 Facebook Page
Promotional Posters/Tarpaulin- the researchers will also use print ads that will be
posted and hung in some posts and walls around Phase II Kapitan Pepe and to Del Pilar St.
Sangitan around Freedom Park Cabanatuan City.

Figure 7 Sample Print Ads/ Tarpaulin
Flyers- the researchers will also use flyers that will be given to different people
around Cabanatuan City Nueva Ecija to promote the business and the product offer.
Figure 8 Sample Flyers
Opening Discount Coupons- used for the opening day of the business (whole day)
for each barangay (Kapitan Pepe and Del Pilar) for a much cheaper price. It’s a buy two
Black coffee for only P59, buy two espressos for only P69, buy two macchiatos for only P59,
buy two cold brews for only P99, buy two iced mocha for only P139, and buy two
frappuccinos for only P119.
- Opening in Del Pilar (Monday)

- Opening in Kapitan Pepe (Friday)
Figure 9 Opening Discount Coupon of Caffe Diverso
Anniversary Discount- To celebrate the anniversary of the business the researchers
will use a discount. The Café Diverso will offer “Buy 5 get 1 free”. It is valid only on the day
of the anniversary of the business.

Figure 10 Sample of Anniversary Discount Coupon
Table 45
Promotional Expenses
Promotional Expenses
Size Pieces Total cost
Tarpaulin 18x24(tarpaulin) 50 3750
Fliers 4x5(paper) 50 200
Opening Discount Coupon 6x4(paper) 50 250
Anniversary Discount Coupon 3x4(paper) 50 150
4350
3.8 Problems that may encounter and proposed solution
New Competitors
The researchers know that in the business industry there’s always competition. All they have
to do to handle this situation is, they will highlight their differences and know their
customers’ feedback so that they can improve their product and make development.
Dealing with an angry customer
Dealing with an angry customer is an opportunity to learn, and an opportunity to turn a
negative situation into a positive customer experience. How you react to an angry customer
can make or break the perception the customer has of your brand.
Listen - Practice active listening rather than passive listening. Active listening means
concentrating on everything the customer is saying so you have a clear understanding of why
they’re upset.
Apologize - Apologies for the problem they’re having. Acknowledging the mistake and
letting the customer know you’re really sorry will go a long way. Be thorough in your
apology.
Show empathy - Empathy helps guide your response and reaction to an angry customer.
Empathy doesn’t necessarily mean agreeing with the customer. It means you truly understand
how they feel.
Maintain a calm tone of voice - Don’t let frustration get the better of you. When dealing with
an angry customer, you may be tempted to match their tone of voice. Avoid this at all costs,
as it will only make the situation worse.
Avoid negative language - When it comes to handling an angry customer, support teams must
be skillful in the language they use. The negative language will only add fuel to the fire,
whereas positive language is an ingredient to help tame a heated situation.
Supply Problem (Supplier's Poor Performance)
Once they encounter a problem with their suppliers, they will immediately look for other
suppliers, because they can't run out of stocks. They also need to have another list of people
who can be suppliers if they ever have a problem again, they won't have a hard time or can't
find it, because they are ready to get another product in case of an emergency. .In business
you can't waste time. You need to have an immediate solution to the problem.
3.9 SWOT Analysis
Strengths
● The value of the coffee is budget-friendly because the researchers want to offer them a
quality service at a low price, in that way they can attract more customers
● They have the capacity to move around and take the business in crowded places or seasonal
places. Wherever their customers are, they can go to them directly and bring them the coffee
truck.
Weaknesses
● The proposed business only has limited varieties of coffee and doesn’t offer other products.
But when it goes well, the proposed business can also offer other products in the future.
● Since the proposed business is new to the market, it is less known than the existing players in
the market.
Opportunities
● With a product such as coffee, they can potentially expand their product line by selling raw
coffee beans and other coffee-related products for higher profit margins than coffee.
● The lockdown (stay at home) because of Coronavirus (COVID-19), presents a new
opportunity for the coffee truckers. Since most people are stuck at home, and most of the
coffee shops are closed. The coffee truck can provide coffee near their customer’s locations
while properly obeying the social distancing protocol since it is an outdoor business.
Threats
● Increase in the price of Gas.
● New competitors can affect the proposed business and there's a possibility to decrease the
sales because they can offer better products than the proposed business. In that situation, the
proposed business needs to do is, highlight its differences and develop a new product or
improve its coffee.
3.10 Projected Sales
The total projected sales for the next five years are based on the assumptions of annual sales
increase from the financial aspect which is 5.79%
Table 46
Projected Sales for the Year 2021

Product Quantity Price Projected Sales Projected Sales

(Daily) (Annually)
Hot Coffee
Black Coffee 10 35 350 117,600
Espresso 10 40 400 134,400
Macchiato 11 35 385 129,360
Cold Coffee
Cold Brew 6 55 330 110,880
Iced Mocha 7 75 525 176,400
Frappuccino 6 65 390 131,040
Total 50 2,380 799,680
Table 47
Projected Sales for the Next Five Years
Year Previous Annual Sales 5.79% Estimated Sales Projected Annual

Increase Sales
2021 -- -- 799,680
2022 799,680 1.0579 845,982
2023 845,982 1.0579 894,964
2024 894,964 1.0579 946,782
2025 946,782 1.0579 1,001,601
Chapter IV
Technical Study
4.1 Objective of the Study
· To determine to what extent the proposed business meets the technical feasibility, which
includes the supply of raw materials to be used, the list of equipment and tools required for the
preparation of the product, the labor needed, and other requirements that are necessary to operate
a business.
4.2 Product
A product is a bundle of intangible and tangible attributes offered to the market. It is a tool
through which exchanges of value concurrently satisfy both the buyers’ and the sellers' needs. The
type and quality of the products will be the best determinant in finding out if the business will be able
to succeed.
4.2.1 Description of the Product

The business provides a line of coffee products, we all know that many Filipino love
different kinds of coffee. The Caffe Diverso offers two types of coffee for the target market, 3
kinds of Hot Coffee and 3 kinds of Cold Coffee. Under Hot Coffee are Black coffee,
Macchiato, and Espresso. And for Cold Coffee is Iced Mocha, Cold Brew, and Frappuccino.
HOT COFFEE
Table 48
COFFEE DESCRIPTION
Black Coffee
Black coffee is usually made with ground coffee beans and
water.
Macchiato
Is an espresso coffee drink with a small amount of milk, usually
foamed.
Espresso It is made by forcing pressurized hot water through very finely

ground coffee beans using an espresso machine. Espresso has all
of the same flavors of coffee but amplified—bitter, lightly
sweet, acidic, and toasty.
COLD COFFEE
Table 49
COFFEE DESCRIPTION
Iced Mocha
Our rich, full-bodied espresso combined with bittersweet mocha
sauce, milk, and ice, then topped with sweetened whipped
cream.
Cold Brew Cold-brew refers to the process of preparing the coffee, not the
temperature of the final product. Beans are ground then soaked
in room temperature water for an extended period of time,
usually 12 hours or more.

Frappuccino
Is a portmanteau of frappe and cappuccino, an espresso coffee
with frothed milk
4.2.2 Uses of the Product and Description of the Process
Table 50
Espresso Black Coffee
Ingredients: Coffee Bean Ingredients: Ground Coffee Bean
Procedure: Procedure:
Step 1: Dose Correctly, this should be pretty Step 1: Put the coffee filter in the dripper
easy. With on-demand grinders, you just need

Step 2: Add ground coffee
to push a button with your portafilter or hand
Step 3: Put water on the dripper
and the grinder will do your pre-set dose.
Step 4: Just let it drip

Step 2: Distribute your grounds in the
portafilter.
Step 3: Tamp evenly and consistency
Step 4: Insert the portafilter and start brewing

immediately.
Macchiato Iced Mocha
Ingredients: Espresso and Milk Foam Ingredients: Espresso, Milk, Mocha syrup,
Whipped cream, Sugar syrup, and Ice.

Procedure:
Procedure:
Step 1: Make a shot of espresso
Step 1: Mix everything in a glass

Step 2: Put milk in the milk frother
Step 2: Topped it with whipped cream

Step 3: Put the milk foam at the top of the
espresso.
Cold Brew Frappuccino
Ingredients: Black Coffee and Ice Ingredients: Espresso, Milk, Crushed Ice,
Whipped cream, and Sugar syrup.

Procedure:
Procedure:
Step 3: Put the black coffee in a glass,
Step 1: Put the espresso, milk, crushed ice, and

Step 2: Then put some ice in it
sugar syrup in the mixer and mix it
Step 3: Add sugar syrup
Step 2: Then transfer it to a glass then add
whipped cream on top.
Quantifications of Coffee
Table 51
Black coffee
Ingredients Unit Quantity Total Cost No. of Cup/s Cost per piece
Cost
Ground coffee 699/kg (21.2g) 14.8 1 14.8

Water 35/gal 12oz 1.2 1 1.2
Total 16 16
Table 52
Espresso
Cost
Ground coffee
699/kg (38g) 26.8 1 26.8
Water
35/gal 2.5oz 2.5 1 2.5
Total 29.3 29.3
Table 53
Macchiato
Cost
Milk 65/liter .65oz 1.25 1 1.25

Ground coffee
699/kg (19g) 13.4 1 13.4
Water 35/gal 1.25oz 1.25 1 1.25
Total 15.54 15.54
Table 54
Cold Brew
Cost
Ice 40/pack 1cup 2 1 2

Ground coffee 699/kg (21.2g) 14.8 1 14.8
Water 35/gal 12oz 1.2 1 1.2
Sugar syrup 380/L 30ml 11.4 1 11.4
Total 29.4 29.4
Table 55
Ice mocha
Ingredients Unit Quantity Total No. of Cup Cost per piece
Cost Cost
Espresso
(1.25oz) 14.65 1 14.65
Milk 65/liter 8oz 15.4 1 15.4
Mocha syrup 380/L 30ml 11.4 1 11.4
Sugar syrup 380/L 30ml 11.4 1 11.4

whipped cream 500/500
g 5g 5 1 5
Total 59.65 59.65
Table 56
Frappuccino
Ingredients Unit Quantity Total No. of Cuts Cost per piece
Cost Cost
Espresso
(1.25oz) 14.65 1 14.65
Milk 65/liter 8oz 15.4 1 15.4
Sugar syrup 380/L 30ml 11.4 1 11.4
whipped cream 500/500
g 5g 5 1 5
Total 48.45 48.45
4.3 Production Process
Hot Coffee
Distribute your grounds in Tamp evenly and Insert the portafilter and
the portafilter. ... consistently. start brewing immediately
Figure 11 Production Process of Hot Coffee Served and Enjoy
Cold Coffee
Grind the coffee beans into a Combine the ground coffee

coarse grind and water in the jar. ... Stir to incorporate.
Strain the coffee

Prepare to serve. concentrate.
Figure 12 Production Process of Cold Coffee

4.3.1 Alternative process considered
A Standard Blender
The researchers will use a normal home blender as their alternative process for their coffee
beans. It is a great coffee grinder alternative because it comes with a blade system, which will chop
the coffee beans just like a conventional coffee grinder.
Pour Over Coffee Maker
The pour-over method involves pouring hot water through coffee grounds in a filter. The
water drains through the coffee and filters into a carafe or mug. Pour over is also known as filter
coffee or drip coffee, although these terms also include batch brewers. So you may hear it called hand
brewing or manual brewing.
This is significant as an alternative process because many believed it creates a more flavorful cup of
brew. Since it's a longer brewing process, there's a more intricate flavor extraction. The slower the
water filters through the grounds, the more flavor is extracted. It allows you to control the
temperature of the water, taste, texture, temperature, and the speed at which it goes into the grounds,
the amount of time it brews, and how much it makes.
4.4 Production Schedule
The schedule of production depends on the capacity of the business, so it is expected to
produce 50 cups of coffee daily based on the result of the research study for the willingness of the
sample participants to purchase coffee.

The production starts every 5 am to 9 pm, Mondays to Sundays.
Estimated Capacity per Day = 50 cups of coffee

The estimated daily capacity is computed as follows:
5 hrs. X 60 minutes X No. of service crew

Standard Processing time
5 hrs. X 60 minutes X 2
12
= 50
Where:
● Standard processing time = 12 minutes
● Peak Hours = (4pm to 9 pm)
= 5 hours
● Number of Crew = 2
4.5 Machines and Equipment
Table 57
Machinery and Function Supplier Quantity Unit Cost Shipping Total Cost
Equipment Fee
Espresso Brews coffee by

Machine forcing
Good Helper 1 5,299 167 5,566
pressurized water
near boiling point (Shopee)
through a "puck"
of ground coffee
and a filter in
order to produce a
thick,
concentrated
coffee called
espresso.
Espresso Allow high
Grinders volume accounts
to pre-grind coffee Tristan’s Shop 1 4,999 120 5,119
allowing them to (Lazada)
make it through a
rush without
having to stop to
grind coffee for
each shot.
Coffee Allows the choice
Brewers of cup size and
brew strength, and Mega Dimps 1 2,900 120 3,020
delivers a cup of Home
brewed coffee Appliances
rapidly, usually at
the touch of a
button
Espresso Tools used to pack

Tampers (or "tamp")
espresso grounds Qingyid001.ph 2 399 75 873
into the basket of (Shopee) (per piece)
an espresso
machine. The
purpose of a
tamper is to pack
the grounds evenly
for a quality shot.
Frothing A tool for
Thermometers measuring the Mookis 1 241 65 306

temperature of
frothed milk, milk, (Lazada)
and other liquids.
It clearly marks
the ideal
temperature range
for frothing milk
and includes an
easy-to-read
Fahrenheit and
Celsius dial with a
temperature range
of 30°F - 220°F.
Foam Maker Utensil for making
milk froth,
typically to be L- Sweet 1 503.91 65 568.91
added to coffee Home
(cappuccino, latte,
etc.). It aerates the
Milk, creating a
thick and heavy
foam.
TOTAL: 15,452.91
Table 57 shows the machine and equipment that will be used for the proposed business.
Utensils
Table 58
Utensils Function Supplier Quantity Unit Cost Shipping Total Cost

Fee
Knock Boxes A device used to
store spent
espresso Alibaba.com 2 240.52 (per 66 546.04

grounds, called piece)
a puck, after a
shot of espresso
has been pulled.
Frothing Designed to
Pitchers assist with the
Hui_xin.ph 3 159 (per 96 381
frothing and
piece)
steaming of (Shopee)
milk.
Spoon It is used SM
primarily for Department
12 79.80 - 79.80
transferring Store
ingredients.
Knife A tool used for

cutting, dicing,
SM 1 99.75 - 99.75
disjointing,
Department
slicing, and
Store
chopping.
Measuring Used to measure

Spoons and cups an amount of an
SM 1 set 79.75 - 79.75
ingredient,
Department
either liquid or
Store
dry, when
cooking. Used
primarily to
measure the
volume of liquid
or bulk solid
cooking
ingredients
Storage Box Used for storing SM 2 189.75 - 379.5
various items. Department
(per piece)
Store
Container Set Used to hold

food at room
Alibaba.com 4 96.20 (per 65 449.8
temperature, in
piece)
the refrigerator,
or in the freezer.
Syrup Pumps It is used to

dispense a
Home Depot 4 150 (per - 600
consistent
piece)
amount of sauce
into each of
your delicious
beverages, so
they’re great for
portion control.
TOTAL:
2,615.64
Table 58 shows the utensils that will be used for the proposed business.
Table 59
Furniture and Fixture
Furniture and Function Supplier Quantity Unit Cost Total Cost
Fixture
Folding Chair Used for
employees to
Home’s 2 120 240
sit down.
Table 59 shows the furniture and fixtures that will be used in the proposed business.
Table 60
Sanitary
Sanitary Function Supplier Quantity Unit Cost Total Cost
Cleaning Used for wet

Towel cleaning and a
SM 5 50 250
damp dusting
Department
of all surfaces
Store
above floor
level.
Dishwashing Is used
Liquid primarily for
Friendship 2 60(per liter) 120
removing
food from Supermarket
used dishes
and tableware.
Sponge and Used for

Scrub cleaning
Friendship 1 30 (5pcs.) 30
impervious
surfaces, Supermarket
sponges are
especially
good at
absorbing
water and
water-based
solutions
Disposable Worn to
Gloves prevent cross-
Friendship 1 150 (600 pcs.) 150
contamination
Supermarket
and hand
protection
when
handling food.
Trash Bin Container for
temporarily
Friendship 2 80 (per piece) 160
storing waste,
Supermarket
and is usually
made out of
metal or
plastic.
Apron For hygienic

reasons, also
Kitchensuppli 4 150 (per 600
to protect
es.com piece)
clothes, or to
protect their
bodies from
injury.
Hairnet Keep hair

from
Friendship 10 10 (per piece) 100
contacting
Supermarket
exposed food,
clean and
sanitized
equipment,
utensils and
linens, or
unwrapped
single-service
articles. Also
to keep
worker's
hands out of
their hair.
TOTAL:
1,410
Table 60 shows the sanitary that will be used for the proposed business. The sanitary above is
computed for 1 month.
Table 61
Supplies
Supplies Function Supplier Quantity Unit Cost Total Cost
Plastic Cup It is used for Value Pac 868 1.85 (per 1,605.8
cold coffee piece)
Paper cup It is used for Alibaba.com 532 1.44 (per 770.4

hot coffee piece)
Straw It is used to Tindahan ni 10 95 (per pack 950

sip the coffee TEA*TA 150 pcs.)
in the cup.
Ballpen Used for

writing sales.
Friendship 10 5 (per pieces) 50
Supermarket
Scissor A tool that is Friendship 2 35 (per piece) 70

used for Supermarket
cutting
various thin
materials.
Take out Cup Used to carry Jessilyngan 1,400 3 (per piece) 4,200
carriers multiple filled Shop
beverage cups
at the same
time.
Tissue For personal Lazada 5 75 (per pack) 440

use also to
wipe
something.
Long book Used for Friendship 5 35 175

writing, Supermarket
listing stocks,
necessities for
the business,
and many
more.
Calculator Use for Friendship 1 200 200

calculating Supermarket
sales.
TOTAL: 8,461.2
Table 61 shows the supplies that will be used for the proposed business. The supplies above
are computed for 1-month supplies.

4.6 Plant location, geographical location
Figure
13
Vicinity Map
4.7 Plant size and layout
Figure 14 Figure 15
Perspective Side View Perspective Back View

Figure 16
Perspective inside View
Source: Bontella Food Truck Builders Philippines its L300 customized truck.
4.8 Raw materials
Table 62
Raw Materials Function Quantity Unit Cost Total Cost
Mineral Water To make a coffee 10 25 (per gallon) 250
Coffee Beans Used to make 1,000 g 150(per 200 g) 750

coffee.
Syrups Used to add 4 370 (per bottle) 1,480

flavor to drinks.
Milk Used in making a 4L 75 (per liter) 300

coffee
Ice Used in making a 7 40 (per bag) 280

cold coffee
Sugar Used to sweeten 3kg 50 ( per kg) 150

the beverage.
Whipped Cream Used to add in 7 260 (per bottle) 1,820

coffee.
TOTAL: 5,030
Table 62 shows the raw materials that will be used in the proposed business. And the raw
materials above are computed for 1 month.
Table 63
Cost of Sales
Supplies Function Supplier Quantity Unit Cost Total Cost
Plastic Cup It is used for Value Pac 868 1.85 (per 1,605.8
cold coffee piece)
Paper cup It is used for Alibaba.com 532 1.44 (per 770.4

hot coffee piece)
Straw It is used to Tindahan ni 10 95 (per pack 950

sip the coffee TEA*TA 150 pcs.)
in the cup.
Take out Cup Used to carry Jessilyngan 1,400 3 (per piece) 4,200
carriers multiple filled Shop
beverage cups
at the same
time.
Tissue For personal Lazada 5 75 (per pack) 440

use also to
wipe
something.
Mineral Water To make a 10 25 (per - 250

coffee gallon)
Coffee Beans Used to make 1,000 g 150(per 200 - 750

coffee.
g)
Syrups Used to add 4 370 (per - 1,480

flavor to
drinks. bottle)
Milk Used in 4L 75 (per liter) - 300

making a
coffee
Ice Used in 7 40 (per bag) - 280

making a cold
coffee
Sugar Used to 3kg 50 ( per kg) - 150

sweeten the
beverage.
Whipped Used to add in 7 260 (per - 1,820

coffee.
Cream bottle)
TOTAL: 12,996.2
The table shows the total cost that the proposed business will be used in making coffee.
Truck Check-up
For the coffee truck, its parts will be checked up monthly for safety purposes.
Gas
For refueling the coffee truck so it can arrive at the business location.
4.9 Maintenance
Table 64
Maintenance Expense
Expenses Monthly Annually

Truck check-up 3,000 36,000
Gas 5,600 67,200
Total 8,600 103,200
SOURCE: Vehicle maintenance
Table 65
Truck Expense
Truck Cost
Customized Truck 440,000
Source: Bontella Food Truck Builders Philippines
Table 66
Utilities
Expenses Monthly Annually

Water 300 3,600
Source: competitor (Tea Cup)
4.10 Direct labor requirements
Includes all employees responsible for producing or preparing products or services. When
preparing coffee, owners have assigned an employee to do that. But all the employees can also do the
barista or cashier job because they assure that they are an all-around employee at their work.
4.11 Waste disposal method
The researchers wanted to give the customers 100% satisfaction in cleanliness in all areas of
the truck. Caffe Diverso provides one trash bin inside the truck and one on the outside of the truck for
the temporary keeping of garbage. The accumulated garbage per day is collected by the garbage
collector of Cabanatuan City Nueva Ecija.

Chapter V
Management Aspect
One of the reasons to have a successful business is effective management and organization.
Management refers to planning, organizing, and controlling activities. While the organization is
defined as structuring and integrating various activities of people working together, or having
teamwork.
The purpose of good management is to plan, direct, organize and ensure the success of a
business considering every employee/worker as an individual and finding ways to maximize their
potential by using their unique skills.
In this chapter, the researchers discuss the form of business organization, organization structure,
personnel and manpower requirements, duties and responsibilities, qualification standards of
personnel, legal requirements, compensation package, and company policies.
5.1 Objectives of the Study:
- To assess proper planning, organization, and direction.
- To provide excellent customer service.
- To minimize the element of risk.
- To produce a better quality product at minimum cost.
5.2 Form of Business Ownership:

The simplest form of business is the sole proprietorship, a business owned and operated by one
individual. Therefore, the ideal form of business organization for this is a sole proprietorship which
is simpler in nature compared to the other forms of business organization. Since the business has only
a limited number of staff/personnel, the proprietor will not experience having a hard time managing
it. Necessary adjustments in terms of capital and personnel will take place depending on the demand
for the business service.
5.2.1 Advantages of Sole Proprietorship:
Ease of Formation: Starting a sole proprietorship is much less complicated than starting a formal
corporation and also much cheaper.
Tax Benefits: The owner of a sole proprietorship is not required to file a separate business tax report.
Employment: Sole proprietorships can hire employees. This can lead to many of the benefits
associated with job creation, such as tax breaks.
Decision making: Control over all business decisions remains in the hands of the owner. The owner
can also fully transfer the sole proprietorship at any time as they deem necessary.
5.3 Capitalization
The proposed business will be financed by Mr. Patrick Chan Jr., the Sole Owner of the business
named Caffé Diverso, a Coffee Food Truck Business.
5.4 Organizational structure:
The business adopted the line type of organizational structure where the direct flow of authority from
the manager/owner down to the immediate levels of subordinates. Because the line type organization
permits quick adjustment to changing situations.

Owner/Manager
Employee 2
Employee 1
(Sales
(Sales Personnel/Barista/Cas
Personnel/Barista/Cash hier)
ier)
Figure 17 Organizational Structure of Caffe Diverso
This figure illustrates the business organizational structure that shall consist of the Manager/Owner of
the proposed business and represent the highest level management, then the Employee 1 and
Employee 2 to which is the Sales Personnel/Cashier, and Barista.
5.4.1 Personnel and Manpower Requirement
Table 67
Job Title Required Number of Personnel
Manager/Owner 1
Employee (all around) 2
Table 67 shows the position of the personnel in the business and the required number of each
personnel.
5.5 Time and Schedule

Table 68
Position Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Manager/ 5:00am- 5:00am- 5:00am- 5:00am- 5:00am- 5:00am- REST

9:00pm 9:00pm 9:00pm 9:00pm 9:00pm 9:00pm DAY
Owner
Employee 5:00am- 5:00am- 5:00am- 5:00am- REST 5:00am- 5:00am-

1 1:00pm 1:00pm 1:00pm 1:00pm DAY 1:00pm 1:00pm
Employee 1:00pm- 1:00pm- 1:00pm- 1:00pm- 1:00pm- REST 1:00pm-

2 9:00pm 9:00pm 9:00pm 9:00pm 9:00pm DAY 9:00pm
● Office/Business Service Hours – 5:00am-9:00pm
● Employee 1 Duty Hours – 5:00am-1:00pm with 1-hour break, for lunch (11:30am-12:30pm)
● Employee 2 Duty Hours- 1:00pm-9:00pm with 1 hour break for dinner (6:30pm-7:30pm)
● 336 days of business operation, but the proposed business rest assured that every employee
and manager will have a rest day.
● Every day there will be shifts of employees after lunch.
5.6 Duties and Responsibilities:

Manager
● Schedule the shifts for baristas and wait for staff, monitoring daily expenses and revenues,
and ordering supplies like coffee, milk, and other supplies needed.
● Facilitates management and direction of all aspects of business operations

● Assists in the planning and management of menus for business operations
● Supervise all employees
Barista/ Sales Personnel/Cashier
● Preparing and serving hot and cold coffee
● Cleaning and sanitizing work areas, utensils, and equipment.
● Operate and maintain espresso machines, froth milk, and much more.
● Welcome customers with a warm smile and greetings.
● Serve each customer with respect
● Manage the transactions of the customers
● File orders, and receive the payments of the customers, and giving appropriate change
5.7 QUALIFICATION STANDARDS OF THE PERSONNEL
Experience and dedication are the key to having a successful business, and also the quality of
product and services of the business. The following are the specific requirements for the needed
employees of the proposed business.
Sole Proprietor/Manager
Possesses superior management has a background in managing a coffee truck business.
Sales Personnel/Cashier/Barista
● 18 years old and above
● Must have knowledge in this kind of business
● At least High School Graduate
● Have a good moral character
● Must have a polite, and pleasing personality
● Good Communication Skills
● Honest and Trustworthy
● Experienced in food and beverage preparation or customer service preferred
● Availability to work around peak hours, including nights, early mornings, and weekends.
● Willingness to work with high-energy
5.8.1 Legal Requirements
The Caffe Diverso complies with all the legal requirements in establishing the business. The
project proponents have consulted a representative from the Business Permit and License of
Cabanatuan City Municipal Hall regarding legal matters. The representatives give a business permit
and license application that must be complied with other requirements to accomplish the legal
existence of the business.
Certificate of Clearance/Compliance is accomplished through:
1. Registration for fire inspection for the safety of the firm, and to check if it obeys the
rules regarding this matter.
2. Registration for a building inspection for the overall design of the establishment
3. Registration in the Health and Sanitary Department to ensure the health security and
safety of employees and to check that employee’s work is not hazardous.
4. Registration of the name of employees in the Zoning Department at City Planning and
Development Office for the employee to be registered on SSS for private employees
and GSIS for public employees to ensure their benefits.
Supporting papers and all the requirements is examined and verified by the licensing
officer of Cabanatuan City Municipal Hall, after the verification, the business has
officially and legally complied with the legal requirements and is ready for operation.
The business registered the name of the firm at the Department of Trade and Industry
(DTI) as another legal requirement.
5.8.2 Process of Legal Requirements
● The owner needs to go first to the DTI office and must prepare 3 names for the business.
● The DTI officer confirmed the business if approved to be named as Caffe Diverso
● The owner filled out the form, and they paid a P500.00 fee for DTI.
● Lastly, the owner must go to the Cabanatuan City Municipal Hall
Mayor's permit
● Two valid IDs
● Fill out the Application Form
● Pass the application form together with other requirements
● And, lastly the owner can claim the Mayor’s Permit

Table 69
Costing for Legal Requirements
DTI P 500.00
BIR P 530
City or Municipality (Mayor’s Permit) P 500.00
Barangay Clearance/Permit (Two Barangays) P 40.00
Police Clearance (Owner only) P 100.00
Health Permit Fee of Owner and Employees P 900.00
Sanitary Permit Fee P 200.00
Fire Safety Inspection P 60.00
Zoning Fee P 50.00
TOTAL P 2,880.00
Table 70
Compensation Package
Salary Rate
Job Title No. of Employees Daily Weekly Monthly Annually

Manager/Owner 1 0 0 0 0
Employee 1 1 500 3,500.00 14,000.00 168,000.00
Employee 2 1 500 3,500.00 14,000.00 168,000.00
TOTAL: 1000 7,000.00 28,000.00 336,000.00
This table shows the compensation package of “Café Diverso” employees. All the employees will
receive compensation subject to the prevailing minimum wage. Employees shift after every 8 hours
of duty, and the assigned duty also performs an all-around duty, that’s why all employees have the
same Salary Rate.
FORMULA:
WEEKLY = daily wage * 7 days’ duty
MONTHLY = daily wage * 28 days’ duty
ANNUALLY= monthly wage * 12 months
Table 71
Gross Monthly and Annual Compensation Package

Job Title Gross SSS PHIL Health Net Net Annual

Monthly Monthly Salary
Salary Salary
ER EE ER EE
Employee
14,000.00 1,200 630 175 175 13,195.00 158,340.00
1
Employee
14,000.00 1,200 630 175 175 13,195.00 158,340.00
2
TOTAL: 28,000.00 2,400 1,260 350 350 26,390.00 316,680.00
5.9 COMPANY POLICIES
Production Area
● The employees should arrive in the production area on, or before the opening of the café
truck.
● The employees are the ones who are responsible for the cleanliness of the production area and
should turn off all the machinery and equipment and put the necessary utensils and materials
back in place after being used.
● The employees should maintain personal hygiene and wear their proper uniforms as well as
hairnets and face masks.
● The employees should properly observe the safety instructions in using the production’s
machinery and equipment.
● Absence without prior notice will be a demerit for the salary performance of an employee
unless provided with a valid reason.

Café Truck
● No work, no pay is strictly enforced.
● Wear proper prescribed clothing.
● Maintain proper hygiene and cleanliness within the work area.
● Salaries will be given every 15th day and 30th day of the month.
● The employees should arrive 30 minutes before the opening of the café truck.
● A 1-hour break will be given to the employees allocated for lunch for employee 1, and dinner for
employee 2.
5. 10 MISSION & VISION STATEMENT
Mission
A Café-Truck, brewing and serving a budget-friendly freshest cup of coffee.
Vision
“To be one of the best-loved local coffee truck business around Cabanatuan City, Nueva Ecija by the
year 2026.”
Chapter VI
Financial Study
Financing a business is one of the major reasons how investors create their wealth. This chapter
involves an analysis of the cash flow profile of the project. The major assumptions used in making a
projection to the financial statements, Projected Income Statement, Projected Cash flow, and
Projected Balance Sheet with supporting schedule and total Project cost.
- To ensure sufficient availability of funds.
- To project how much start-up capital is needed, sources of capital, returns on investments, and other
financial considerations.
- To recognize the amount of funding it will need to get the business up and running.
6.2 Total Project Cost
Table 72
Total Project Cost

Fixed Assets
Machinery and Equipment 15,452.91
Transportation Equipment-Truck 440,000.00
Furniture & Fixture 240

Subtotal 455,692.91
Initial Working Capital Requirement
Utensils 31,387.68
Supplies 101,534.40
Sanitary 16,920.00
Raw Materials 60,360.00
Permits and Licenses 2,880.00
Subtotal 213,082.08
Total 668,774.99
Contingency Fund (15% of the total project cost) 100,316.2485
TOTAL PROJECT COST 769,091.24
6.3 Source of Financing
Since the form of the business will be a Sole Proprietorship, the source of the financing is solely
provided by the prospective owner, Mr. Patrick Chan.
Mr. Patrick Chan is the source of financing for commencing Caffe Diverso because he has
accumulated enough money to provide for this business as he worked for 7 years in other countries as
a supervisor. His accumulated money will be used as the capital in this business.
6.4 Financial Statements
The financial results will be useless if not analyzed and interpreted.
6.4.1 Assumptions
❖ The projected Sales is set to increase to 5.79% annually.
❖ The cost of sale shall increase by six percent (5.79%) annually.

❖ The utility is assumed based on the use of the existing Coffee Truck.
❖ The taxes rates are based on the prevailing tax rates set by the Bureau of Internal
Revenue
❖ All sales/ expenses are collected/paid in cash.
❖ Maintenance of the truck is included in the Maintenance expense of the Truck.
❖ The business will only be financed by the owner, no assumed liabilities will be
incurred.
6.4.2 Projected Income Statement
Table 73
2021 2022 2023 2024 2025

Projected Sales 799680 845981.472 894963.7992 946782.2032 1001600.893
Less: Cost of Sales 12,996.20 13,748.6799 14,544.72855 15,386.8683 16,277.76801
8 3
Gross Income 786,683.80 832,232.792 880,419.0707 931,395.334 985,323.1248
9
Less: Operating Expenses
Salaries Expense 336,000 336,000 336,000 336,000 336,000
SSS Expense 28,800 28,800 28,800 28,800 28,800
Philhealth Expense 4,200 4,200 4,200 4,200 4,200
Sanitary Expense 16,920.00 16,920.00 16,920.00 16,920.00 16,920.00
Supplies Expense 101,534.40 101,534.40 101,534.40 101,534.40 101,534.40
Utilities Expense 3,600 3,600 3,600 3,600 3,600
Marketing Expense 43,868 119,154 119,154 119,154 119,154
Gas Expense 67,200 67,200 67,200 67,200 67,200

Repairs and Maintenance 36,000 36,000 36,000 36,000 36,000
Permits & Licenses 2,880 1,850 1,850 1,850 1,850
Depreciation Expense 97,608.12 97,368.12 97,368.12 97,368.118 97,368.12
Total Operating Expense 738,610.518 812,626.518 812,626.518 812,626.518 812,626.518
Operating Income 48,073.28 19,606.2740 67,792.55268 118,768.816 172,696.6068
2 9
Income Tax Expense 12,018.3205 5,881.88220 20,337.7658 35,630.6450 51,808.98203
6 6
Net Income After Tax 36,054.96 13,724.3918 47,454.78687 83,138.1718 12,0887.6247
1 1
6.4.4 Cash Flow
Table 74
2021 2022 2023 2024 2025

Cash flow from Operating
Activities
Net income 36,054.96 13,724.39181 47,454.78687 83,138.17181 12,0887.6247
Add: Depreciation expense 97,608.12 97,368.12 97,368.12 97,368.118 97,368.12
Income tax expense 12,018.3205 5,881.882206 20,337.7658 35,630.64506 51,808.98203
Less: Income tax paid 0 12,018.3205 5,881.882206 20,337.7658 35,630.64506

Net cash provided by 145,681.40 104,956.07 159,278.79 195,799.17 234,434.08
operating activity

Cash flow from Investing
Activities

UTENSILS 31,387.68
TRANSPORT 440,000.00
EQUIPMENT-TRUCK
MACHINERY & 15,452.91
EQUIPMENT
FURNITURE & FIXTURE 240
Net cash used by investing 487,080.59
activity

Cash flow from Financing
Activities
Cash invested by owner 769,091.24
Net cash provided by 769,091.24
financing activity

NET CASH FLOW 427,692.05 104,956.07 159,278.79 195,799.17 234,434.08
Add: Cash Beg Bal 427,692.05 532,648.12 691,926.91 887,726.08
Cash, End Bal 427,692.05 532,648.12 691,926.91 887,726.08 1,122,160.16
6.4.5 Projected Balance Sheet
Table 73
PROJECTED BALANCE Projected

SHEET Statement of
Financial
Position
ASSETS 2021 2022 2023 2024 2025
Current Assets
Cash on Hand 427,692.05 532,648.12 691,926.91 887,726.08 1,122,160.16

TOTAL CURRENT 427,692.05 532,648.12 691,926.91 887,726.08 1,122,160.16
ASSETS
Non-current Assets
Machinery & Equipment 15,452.91 15,452.91 15,452.91 15,452.91 15,452.91
Machinery & Equipment: 3,090.582 6,181.164 9,271.746 12,362.328 15,452.91
Accumulated Depreciation
Transport Equipment-Truck 440,000.00 440,000.00 440,000.00 440,000.00 440,000.00
Transport Equipment- 88,000 176,000 264,000 352,000 440,000
Truck: Accumulated
Depreciation
Utensils 31,387.68 31,387.68 31,387.68 31,387.68 31,387.68
Utensils: Accumulated 6,277.536 12,555.072 18,832.608 25,110.144 31,387.68
Utensils
Total Non-Current Assets 389,472.47 292,104.35 194,736.24 97,368.12 0.00
Total Assets 817,164.52 824,752.47 886,663.14 985,094.20 1,122,160.16
LIABILITIES
Income Tax Payable 12,018.3205 5,881.882206 20,337.7658 35,630.64506 51,808.98203

Owner's Equity 805,146.2 818,870.5918 866,325.3787 949,463.5505 1,070,351.175
TOTAL LIABILITIES & 817,164.520 824,752.474 886,663.1445 985,094.1956 1,122,160.157
OWNER'S EQUITY 5
0.00 0.00 0.00 0.00 0.00
6.4.6 Changes in Equity
Table 76
2021 2022 2023 2024 2025

Owner's equity, beg. Balance 0 805,146.2 818,870.591 866,325.3787 949,463.5505
8
Investment 769,091.24
Net Income 36,054.96 13,724.3918 47,454.7868 83,138.17181 120,887.6247
1 7
Withdrawal 0 0 0 0 0
Owner's equity, end. Balance 805,146.2 818,870.591 866,325.378 949,463.5505 1,070,351.175
8 7
6.4.7 Return of Investment
Table 77
NET INCOME TOTAL INVESTMENT RETURN OF INVESTMENT
2021 36,054.96 769,091.24 0.046879954
2022 13724.39181 769,091.24 0.017844946
2023 47454.78687 769,091.24 0.061702415
2024 83138.17181 769,091.24 0.108099231
2025 120887.6247 769,091.24 0.157182423
6.4.6 Payback Period
Table 78
PROJECT CASHFLOW CUMULATIVE BALANCE

COST CF
2021 769,091.24 145,681.40 145,681.40 623,409.8385
2022 104,956.07 250,637.47 518,453.7670
2023 159,278.79 409,916.26 359,174.9785
2024 195,799.17 605,715.43 163,375.8094
2025 234,434.08 840,149.51 -71,058.2703
Payback Period 4.7 Years
6.4.7 Depreciation Schedule
Table 79
DEPRECIATION SCHEDULE
AMOUN 2021 2022 2023 2024 2025 TOTAL BA
T LA
NC
E
MACHINERY 15,452.91 3,090.58 3,090.58 3,090.58 3,090.58 3,090.58 15,452.91 0.00
& EQUIPMENT 2 2 2 2 2
TRANSPORT 440,000.0 88,000 88,000 88,000 88,000 88,000 440,000 0.00
EQUIPMENT- 0
TRUCK
FURNITURE & 240 48 48 48 48 48 240 0
FIXTURE
UTENSILS 31,387.68 6,277.53 6,277.53 6,277.53 6,277.53 6,277.53 31,387.68 0.00
6 6 6 6 6
487,080.5 97,416.1 97,416.1 97,416.1 97,416.1 97,416.1 487,080.5 0.00
9 18 18 18 18 18 9
CHAPTER VII
SOCIO-ECONOMIC DESIRABILITY
Socio-economic desirability is a very important factor in the determination of business
performance. It is not enough that the owner is benefited; he should also provide benefits to
all that surrounds him. The business should benefit the stakeholders especially the customers,
employees, government, and the whole community.
Internal Customers
The internal customer is the employee. Employees will be well compensated and given
benefits such as Phil Health and SSS.
Government
The enterprise can contribute taxes to the government. Taxes are used by the government
in establishing public infrastructures and in improving the economy of the country thus,
benefiting all Filipinos.
Community
The significance of the business to the community is the increase in the employment rate
of the area.
Owners/ Manager
The owner/manager will be most benefited from the establishment of the business. He will
be able to generate income from the enterprise with wise decisions he will make.
CHAPTER VIII
CONCLUSION AND RECOMMENDATION
This chapter covers the derived conclusions and some recommendations to the management
for the successful continuance of its operations.
7. 1 CONCLUSION
In the analysis, it is said that there is a high percentage of customers that are willing to buy
different varieties of coffee that Caffe Diverso will offer. As these situations exist, it serves as
proof that there is a high chance that Caffe Diverso will be profitable and will be successful in
time. Even though the researchers found that the population of Del Pilar St., Sangitan is
decreasing because the growth rate is -1.59% but the projected demand will still be pulled due
to the increasing population growth rate in Phase II Kapitan Pepe which is 3%. Furthermore,
these situations prove their potential to generate greater sales.
Based on the information yielded from the research conducted, project proponents
concluded that the project is feasible.

7.2 RECOMMENDATION
The researchers recognize the fact that the estimates used in the study may be altered
through time and some unforeseen events could make production changes in the organization
of a business that is why they are recommending that further studies must be undertaken
before formally establishing a business.
The researchers recommend adding more marketing campaigns to entice more customers.
To satisfy the increasing demand of the market, the researchers recommend adding more
products to sell that will satisfy the customer’s taste.
To attract more customers, Caffe Diverso should optimize their social media page often to
significantly increase their reach and to improve the visibility of the page which can get their
business found by more potential customers.
For future researchers, the researchers recommend choosing more locations for the
business
REFERENCES
PhilAtlas, Cabanatuan City, Nueva Ecija Profile

www.philatlas.com.cabanatuancity,NuevaCija
Ralph’s Coffee, 2017

https://foodtruck.com/ralph-lauren/
‘Gen Z and millennials are driving new-age coffee consumption’ (Bharat Sethi, 2021)
https://Thedailyguardian.com/gen-z and millennials
How to Start a Sustainable Coffee Truck Business (Matt Drew’s 2019)
foodtruckempire.com
The Coffee Mobile, 2019
https://wheels.ph/cebuano-street-barista-crafts-delicious-brews-inmobile-coffee-shop/
Philippines: Coffee Market and the Impact of COVID-19 on It in the Medium Term (William and
Marshall, 2020)
Marketresearch.com//marshallandandwilliamstrategy
APPENDICES

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A Feasibility Study: Caffé Diverso 1

PROJECT FEASIBILITY STUDY OF ESTABLISHING CAFFÉ DIVERSO

Presented to the College of Management and Accountancy

In Partial Fulfillment of the Requirements for the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION-

CHAPTER 1: SUMMARY OF THE PROJECT-------------------------------------------------------------

CHAPTER 2: INTRODUCTION/BACKGROUND OF THE STUDY-----------------------------------16

CHAPTER 3: MARKET STUDY----------------------------------------------------------------------------- 24

CHAPTER 3.2: METHODOLOGY----------------------------------------------------------------------------24

CHAPTER 4: TECHNICAL STUDY------------------------------------------------------------------------- 72

CHAPTER 5: MANAGEMENT ASPECT-------------------------------------------------------------------

CHAPTER 5.2.1: ADVANTAGES OF SOLE PROPRIETORSHIP-------------------------------------

CHAPTER 6: FINANCIAL STUDY------------------------------------------------------------------------ 112

CHAPTER 6.4.8: PAYBACK PERIOD----------------------------------------------------------------------

CHAPTER 7: SOCIO-ECONOMIC DESIRABILITY---------------------------------------------------- 120

CHAPTER 8: CONCLUSION AND RECOMMENDATION--------------------------------------------121

TABLE 1: STRATIFIED RANDOM SAMPLING-----------------------------------------------------------

TABLE 10: TALLY SHEETS QUESTIONNAIRE #6------------------------------------------------------32

TABLE 29: PROJECTED DEMAND FOR THE YEAR 2025---------------------------------------------

TABLE 47: PROJECTED SALES FOR THE NEXT FIVE YEARS--------------------------------------

TABLE 68: TIME AND SCHEDULE------------------------------------------------------------------------

FIGURE 1: LOGO OF THE BUSINESS----------------------------------------------------------------------11

FIGURE 8: SAMPLE FLYERS---------------------------------------------------------------------------------

that produce the four main viable coffee varieties.

Ecija by the year 2026.”

tells us whether a project is worth it or not.

Summary of the Project

1.1 Name of the Firm: Caffé Diverso

Figure 1: Logo of the business

The Logo of the Business

The Tagline of the Business

1.2.1 Head Office

Figure 2 shows the vicinity map of Caffe Diverso Office/Headquarters.

Figure 3 shows the Head Office/ Building

1.2.2 Plant site

people can be their potential customers.

1.3 Brief Description of the project

pictures to post on their social media accounts.

1.4 Project Summary

1.4.1 Market Feasibility

programs/strategies of the business.

1.4.2 Technical Feasibility

the researchers do the products.

1.4.3 Management Feasibility

1.4.4 Financial Study

the proposed busines needed to operate a coffee truck business.

Introduction/ Background of the Study

study. As well as the scope and limitations of the study.

2.1 Brief Background of the Study

without caffeine. Coffee is part of the everyday life of people.

2.1.2 Review of Related Literature

Foreign Related Literature

Ralph’s Coffee, 2017

Ralph’s Coffee mobile coffee shop located at Rockefeller Plaza.

‘Gen Z and millennials are driving new-age coffee consumption’

(Bharat Sethi, 2021)

millennials, the 15 to 40 year-olds. They are driving new-age coffee consumption.